| dc.description.abstract | Abstract
This study chooses the 210 VIP costumers of the wealth management of HsinChu area as empirical research sample, we uses the questionnaire survey to discuss the relation of money management department and the behavior of customers.What are the characteristics of the target consumers who contact with the money management department of bank, except that there is idle fund, and what are their purposes?
The result of this paper can provide the basis to the staff of money management, money-managing consultant to look for the target customers.
1. According to this studying, I find that most of customers of the wealth management are conservative type. Those customers prefer the financial goods which are designed to have constant payoff, monthly dividends, high liquidity and short term. The major part of those customers’ object which is getting profit that is higher that of fixed deposit is 70%. And the object which is pension is 50.7%.
2. The resource of information about financial management which comes from the bank tellers’ introductions is 58%. And the resource which is books is 57.6%.
3. The most important incentive and reason of joining the wealth-managing project are the quality of money-managing consults factor and the operation of banks factor.
4. In the life style, those customers mostly are regular life style and accomplished life style.
5. In the population estimate variable, gender, it is significant different among the factors which affect the good-buying, the image of banks factor and the market environment and characteristic of goods factor for the females. In another variable, yearly income, those costumers whose yearly income is fifty thousand NT dollars and below emphasize the operation of banks factor. In the age variable, those customers whose ages are from 41 to 60years-old emphasize the factors that affect good-buying. | en_US |